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UX Strategy
                 as told by the Paintings of Jan Steen (and friends)




 Jonathan Arnowitz
Stroomt Interactions
 UX Cocktail Hour
  20 October 2010
Look! It’s UX strategies!
Look! It’s UX strategies!
Iteration


Look! It’s UX strategies!
         Analysis
Problem 1: Predictable, repeatable UX process
Problem 1: Predictable, repeatable UX process




              Problem: how do you make a ‘Predictable,
              repeatable process’ out of an open-ended
              process which relies on expert analysis.


          There is no one size fits all solution
                     ...but we’ll try
How does strategy help? 3 tests for effectiveness
How does strategy help? 3 tests for effectiveness




               Client stays focused on       Design Team
                   business value            stays focused
                                                 on the
                                               Concept


           Predictable, repeatable UX process
Product UX Strategy: the product/service Iteration: 1
Product UX Strategy: the product/service Iteration: 1




   Define product/service                Release   (Fixed date)



    Gather requirements
     Conceptual Design                  Test/Evaluate

      Detailed Design
    IA IxD VD TD
Problem 2: Synching two types of UX Strategy
Problem 2: Synching two types of UX Strategy

  1. Product Strategy




                            2. Process Strategy
Problem 2: Synching two types of UX Strategy
Problem 2: Synching two types of UX Strategy

  1. Product Strategy




                            2. Process Strategy
Jonathan Arnowitz
Product UX Strategy: the organization   Stroomt Interactions
Jonathan Arnowitz
Product UX Strategy: the organization        Stroomt Interactions




     Why do you exist




   What you produce/              Who you are.
       provide.
Jonathan Arnowitz
Product UX Strategy: the organization          Stroomt Interactions




  Mission Statement




        Vision                  Brand Design
Goals




        Principles
Business Case/Plan
Channels
2. Product UX Strategy: the product/service
               Iteration: 2




                                       Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
2. Product UX Strategy: the product/service
               Iteration: 2

   Company UX Strategy
  Prioritize Business Plan
   Define product/service               Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
2. Product UX Strategy: the product/service
               Iteration: 2

   Company UX Strategy
  Prioritize Business Plan
   Define product/service               Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
2. Product UX Strategy: the product/service
              Still a problem




                                       Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
2. Product UX Strategy: the product/service
              Still a problem

   Company UX Strategy
  Prioritize Business Plan
   Define product/service               Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
2. Product UX Strategy: the product/service
              Still a problem

   Company UX Strategy
  Prioritize Business Plan
   Define product/service               Release   (Fixed date)



   Gather requirements
    Conceptual Design                  Test/Evaluate

     Detailed Design
   IA IxD VD TD
3. Iterative nature of design
3. Iterative nature of design

       IxD
3. Iterative nature of design

       IxD                      IA
3. Iterative nature of design

       IxD                      IA




     TD
3. Iterative nature of design

       IxD                      IA




     TD
                                VD
3. Iterative nature of design
3. Iterative nature of design

       IxD
3. Iterative nature of design

       IxD                      IA
3. Iterative nature of design

       IxD                      IA




     TD
3. Iterative nature of design

       IxD                      IA




     TD
                                VD
3. Iterative nature of design

       IxD                                      IA




     TD
                                                VD



                   Iterative not engineering!
2. Product UX Strategy: Iteration 3




                                      Release   (Fixed date)



    Gather requirements
     Conceptual Design                Test/Evaluate

      Detailed Design
    IA IxD VD TD
2. Product UX Strategy: Iteration 3


   Company UX Strategy
   Prioritize Business Plan
   Define product/service              Release   (Fixed date)



    Gather requirements
     Conceptual Design                Test/Evaluate

      Detailed Design
    IA IxD VD TD
2. Product UX Strategy: Iteration 3


   Company UX Strategy
   Prioritize Business Plan
   Define product/service                   Release   (Fixed date)



    Gather requirements
     Conceptual Design                     Test/Evaluate
                              IA
      Detailed Design              IxD
    IA IxD VD TD                      VD
                              TD
2. Product UX Strategy: Iteration 4
2. Product UX Strategy: Iteration 4
                     Mission Statement
            Vision                         Prioritize BizPlan

 Goals and Principles                      Define product/service

     Channels                                Gather requirements

      Brand Design                            Conceptual Design

      Business Case/Plan                        Iterative Design
                                              IA        IxD
              Test/Release   (fixed date)
                                                TD     VD
But we’re still not there
UX Process Strategy
UX Process Strategy




   Many times the game is lost before it’s begun
Process UX Strategy
Process UX Strategy



                              To required ends
  The right inputs




                      The right means
Process UX Strategy




  Contradictory                  Iterative Design
  Requirements
                       Multiple Concepts
                           - Stroomt 5:3:1 Process

                      Quadricentric Design
                             - Gilbert Cockton
Requirements from all stakeholder
Requirements from all stakeholder




                                      Technical Team
           End Users
Internal
                                         Domain
                 Business Leaders       specialists
Jonathan Arnowitz
Requirements from internal sources   Stroomt Interactions
Jonathan Arnowitz
Requirements from internal sources               Stroomt Interactions




              Iterating internally with client
Requirements from experts
Requirements from experts
             Heuristic Reviews




                             Expert Reviews
Workshops

            One on one interviews
Self-reporting tools

                 Surveys

                           Site visits
Reiterated Product UX Strategy, iteration 4
Reiterated Product UX Strategy, iteration 4
                              Mission Statement
           Vision                           Prioritize BizPlan

Goals and Principles                        Define product/service

    Channels                                  Gather requirements
                                                                  Users
                                                        Experts
     Brand Design
                                                                  Stakeholders


     Business Case/Plan
                                              Conceptual Design
 Test/Release   (fixed date)      IA   IxD

                                             Iterative Design
                                TD
                                       VD
Conceptual design - team approach
Conceptual design - team approach




     The whole is greater than the sum of its parts
Conceptual design - 5:3:1




                     5
                            3
                                1
Conceptual design - 5:3:1




                     5
                            3
                                1
Conceptual design - Quadricentric
Conceptual design - Quadricentric




                              For
                     If
                             Whom?



                   What?     Why?
Triangulated Stakeholder Feedback
Triangulated Stakeholder Feedback




                       Prototyping participatory
                            design sessions

Do other things with
 other stakeholders
Reiterated Product UX Strategy, iteration 5
Reiterated Product UX Strategy, iteration 5
                              Mission Statement
           Vision                           Prioritize BizPlan

Goals and Principles                        Define product/service

    Channels                                  Gather requirements
                                                                           Users
                                                          Experts
     Brand Design                                                      Stakeholders

                                                                    Team
                                                       5:3:1
                                                                    Quadricentric
     Business Case/Plan
                                              Conceptual Design
 Test/Release   (fixed date)      IA   IxD

                                             Iterative Design
                                TD
                                       VD
Still not there, and getting very tired
Still not there, and getting very tired




                                      Test/Release   (fixed date)
                                                                   Test/Release (fixed date



         Test/Release   (fixed date)
Evaluations based on carefully selected metrics
Evaluations based on carefully selected metrics




   Designs to punish




              Designs to reward
Evaluations based on carefully selected metrics
Evaluations based on carefully selected metrics




 Decisions NOT based on taste


  Taste and Intelligence guides the design


   Metrics evaluates the design against business goals
Professional analysis
Reiterated Product UX Strategy, iteration 5
                              Mission Statement
           Vision                           Prioritize BizPlan

Goals and Principles                        Define product/service

    Channels                                  Gather requirements
                                                                           Users
                                                          Experts
     Brand Design                                                      Stakeholders

                                                                    Team
                                                       5:3:1
                                                                    Quadricentric
     Business Case/Plan
                                              Conceptual Design
 Test/Release   (fixed date)      IA   IxD

                                             Iterative Design
                                TD
                                       VD
A Basic UX Strategy Landscape

                               Mission Statement

                    Vision                             Prioritize BizPlan


           Goals and Principles                           Define product/service


         Channels
                                                        Gather requirements
             Brand Design

             Business Case/Plan                        Conceptual Design
                                       IxD

                                                  VD
                    Iterative Design
                                  IA
                                             TD
A Basic UX Strategy Landscape


                            Mission Statement
                 Vision                              Prioritize BizPlan


        Goals and Principles                         Define product/service


      Channels
                                                      Gather requirements
             Brand Design

          Business Case/Plan                         Conceptual Design
                                    IxD    IA
                                                VD
                 Iterative Design

                                          TD
A Basic UX Strategy Landscape
                                        Workshops
                                                          Brainstorming                                            Competetive analysis
                               Market research

                                The Strategic grid
                                                                  Mission Statement                                         Release workshop


                                             Vision                                                Prioritize BizPlan
                                                                                                                        Trends Analysis
            Workshops             Brainstorming

Rapid Prototyping            Goals and Principles                                                  Define product/service
                                                                                                                                                     Site Visits
 Competetive Landscape                                                                                                         Experts
                                                                                                                                                      Surveys
                                                                                                                                          End User
                        Channels                                                                                                                      Participatory design

              Workshops                                                                              Gather requirements                       Innovation workshop
                                        Brand Design
       Participatory                                                                                                         Stakeholder workshops
       Prototyping

   Org ID Workshops              Business Case/Plan                                                 Conceptual Design
                     Marketing and
                    Business Analysis                                      IxD                                                   5:3:1
                                                                                     IA
                                                                                           VD
                                                                                                           Team         Quadricentric
                                              Iterative Design

                                        Baseline
                                                                                    TD          Evaluation
                                                              Release
                                               Feedback
                                                                          Experts               End User

                                                                                     Other Stakeholder workshops
A Basic UX Strategy Template


                                  Mission Statement
                     Vision                                      Prioritize BizPlan


              Goals and Principles                               Define product/service
                                                                                           Experts

                                                                                                    End User
        Channels
  Workshops                                                        Gather requirements
                   Brand Design
                                                                                        Stakeholder workshops


                Business Case/Plan                                Conceptual Design
                                         IxD                                                5:3:1
                                                    IA
                                                         VD
                                                                             Team   Quadricentric
                      Iterative Design

                                                  TD          Evaluation

                                                              End User

                                               Other Stakeholder workshops
We made it
We made it
We made it
We made it
We made it
We made it
Thanks to:
       THE PAINTERS
       Jan Steen
       Pieter Breugel
       Hendrick Avercamp
       Rembrandt van Rijn
       Johannes Vermeer
       STROOMT
       Simone Stroomer
       Iwan Cuijpers
       Maarten Woldring
       Menno van de Laarschot
       Rene Scheffer
       Doreen Kapaan




  Thank you,
any questions?

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UX Strategy through the paintings of Jan Steen

  • 1. UX Strategy as told by the Paintings of Jan Steen (and friends) Jonathan Arnowitz Stroomt Interactions UX Cocktail Hour 20 October 2010
  • 2.
  • 3. Look! It’s UX strategies!
  • 4.
  • 5. Look! It’s UX strategies!
  • 6.
  • 7. Iteration Look! It’s UX strategies! Analysis
  • 8. Problem 1: Predictable, repeatable UX process
  • 9. Problem 1: Predictable, repeatable UX process Problem: how do you make a ‘Predictable, repeatable process’ out of an open-ended process which relies on expert analysis. There is no one size fits all solution ...but we’ll try
  • 10. How does strategy help? 3 tests for effectiveness
  • 11. How does strategy help? 3 tests for effectiveness Client stays focused on Design Team business value stays focused on the Concept Predictable, repeatable UX process
  • 12. Product UX Strategy: the product/service Iteration: 1
  • 13. Product UX Strategy: the product/service Iteration: 1 Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 14. Problem 2: Synching two types of UX Strategy
  • 15. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
  • 16. Problem 2: Synching two types of UX Strategy
  • 17. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
  • 18. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions
  • 19. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Why do you exist What you produce/ Who you are. provide.
  • 20. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Mission Statement Vision Brand Design
  • 21.
  • 22. Goals Principles
  • 23.
  • 25.
  • 27. 2. Product UX Strategy: the product/service Iteration: 2 Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 28. 2. Product UX Strategy: the product/service Iteration: 2 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 29. 2. Product UX Strategy: the product/service Iteration: 2 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 30. 2. Product UX Strategy: the product/service Still a problem Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 31. 2. Product UX Strategy: the product/service Still a problem Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 32. 2. Product UX Strategy: the product/service Still a problem Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 33. 3. Iterative nature of design
  • 34. 3. Iterative nature of design IxD
  • 35. 3. Iterative nature of design IxD IA
  • 36. 3. Iterative nature of design IxD IA TD
  • 37. 3. Iterative nature of design IxD IA TD VD
  • 38. 3. Iterative nature of design
  • 39. 3. Iterative nature of design IxD
  • 40. 3. Iterative nature of design IxD IA
  • 41. 3. Iterative nature of design IxD IA TD
  • 42. 3. Iterative nature of design IxD IA TD VD
  • 43. 3. Iterative nature of design IxD IA TD VD Iterative not engineering!
  • 44. 2. Product UX Strategy: Iteration 3 Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 45. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  • 46. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate IA Detailed Design IxD IA IxD VD TD VD TD
  • 47. 2. Product UX Strategy: Iteration 4
  • 48. 2. Product UX Strategy: Iteration 4 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Conceptual Design Business Case/Plan Iterative Design IA IxD Test/Release (fixed date) TD VD
  • 49.
  • 50. But we’re still not there
  • 52. UX Process Strategy Many times the game is lost before it’s begun
  • 54. Process UX Strategy To required ends The right inputs The right means
  • 55. Process UX Strategy Contradictory Iterative Design Requirements Multiple Concepts - Stroomt 5:3:1 Process Quadricentric Design - Gilbert Cockton
  • 56. Requirements from all stakeholder
  • 57. Requirements from all stakeholder Technical Team End Users Internal Domain Business Leaders specialists
  • 58. Jonathan Arnowitz Requirements from internal sources Stroomt Interactions
  • 59. Jonathan Arnowitz Requirements from internal sources Stroomt Interactions Iterating internally with client
  • 61. Requirements from experts Heuristic Reviews Expert Reviews
  • 62.
  • 63. Workshops One on one interviews
  • 64.
  • 65. Self-reporting tools Surveys Site visits
  • 66. Reiterated Product UX Strategy, iteration 4
  • 67. Reiterated Product UX Strategy, iteration 4 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  • 68. Conceptual design - team approach
  • 69. Conceptual design - team approach The whole is greater than the sum of its parts
  • 70. Conceptual design - 5:3:1 5 3 1
  • 71. Conceptual design - 5:3:1 5 3 1
  • 72. Conceptual design - Quadricentric
  • 73. Conceptual design - Quadricentric For If Whom? What? Why?
  • 75. Triangulated Stakeholder Feedback Prototyping participatory design sessions Do other things with other stakeholders
  • 76. Reiterated Product UX Strategy, iteration 5
  • 77. Reiterated Product UX Strategy, iteration 5 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  • 78. Still not there, and getting very tired
  • 79. Still not there, and getting very tired Test/Release (fixed date) Test/Release (fixed date Test/Release (fixed date)
  • 80. Evaluations based on carefully selected metrics
  • 81. Evaluations based on carefully selected metrics Designs to punish Designs to reward
  • 82. Evaluations based on carefully selected metrics
  • 83. Evaluations based on carefully selected metrics Decisions NOT based on taste Taste and Intelligence guides the design Metrics evaluates the design against business goals
  • 85. Reiterated Product UX Strategy, iteration 5 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  • 86. A Basic UX Strategy Landscape Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Business Case/Plan Conceptual Design IxD VD Iterative Design IA TD
  • 87. A Basic UX Strategy Landscape Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Business Case/Plan Conceptual Design IxD IA VD Iterative Design TD
  • 88. A Basic UX Strategy Landscape Workshops Brainstorming Competetive analysis Market research The Strategic grid Mission Statement Release workshop Vision Prioritize BizPlan Trends Analysis Workshops Brainstorming Rapid Prototyping Goals and Principles Define product/service Site Visits Competetive Landscape Experts Surveys End User Channels Participatory design Workshops Gather requirements Innovation workshop Brand Design Participatory Stakeholder workshops Prototyping Org ID Workshops Business Case/Plan Conceptual Design Marketing and Business Analysis IxD 5:3:1 IA VD Team Quadricentric Iterative Design Baseline TD Evaluation Release Feedback Experts End User Other Stakeholder workshops
  • 89. A Basic UX Strategy Template Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Experts End User Channels Workshops Gather requirements Brand Design Stakeholder workshops Business Case/Plan Conceptual Design IxD 5:3:1 IA VD Team Quadricentric Iterative Design TD Evaluation End User Other Stakeholder workshops
  • 96.
  • 97. Thanks to: THE PAINTERS Jan Steen Pieter Breugel Hendrick Avercamp Rembrandt van Rijn Johannes Vermeer STROOMT Simone Stroomer Iwan Cuijpers Maarten Woldring Menno van de Laarschot Rene Scheffer Doreen Kapaan Thank you, any questions?